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In early October, Five Ten senior management met in Bend, Oregon for high-level strategy meetings. Why Bend? Because the Brand of the Brave execs knew that talking about the brand wasn't enough. "Five Ten isn't made up of a bunch of corporate suit & ties," says Charles Cole, Five Ten founder and president. "What makes Five Ten the core company that just like our customers, we depend on our footwear on a daily basis." Taking advantage of Bend's world-class biking and climbing opportunities, the Five Ten execs climbed at Smith Rock one day, and rode mountain bikes on the Deschutes River Trail the next. At Smith, they tested the highly anticipated new Stonelands climbing shoes; on the biking day, they focused on the coveted new Freerider VXi's with the new Stealth Contact soles. "